# Localized event landing page: +32% clicks, no registration lift

- Outcome: Flat / inconclusive
- Page type: Landing page (Lead-gen)
- Elements: Personalization, Navigation
- Date shared: 2017
- Test run by: [The Global Leadership Summit](https://liftarchive.com/practitioners/the-global-leadership-summit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingsherpa.com/article/case-study/global-leadership-summit-value-proposition-testing
- Page: https://liftarchive.com/test/global-leadership-summit-localized-landing-page/

Leading the event landing page with the local host-site experience raised clickthrough by 32%, but the registration conversion rate did not change. The Global Leadership Summit ran this test, and it was published as a MarketingSherpa case study. We treat it as flat because the outcome that mattered, registrations, did not move.

## Result

**+32% clicks, no registration lift**

- Clickthrough rose 32% against the control.
- Registration conversion rate showed no difference, according to the source.
- More people clicked, but the same share registered. On its own goal, the test is inconclusive.

## Control

The landing page focused on the main event experience, broadcast live from near Chicago.

## Variant

The page focused on the local experience at the 600-plus host sites and asked visitors to choose their location first.

## Why it likely came out this way (our reading)

- Asking visitors to pick a location is an easy, interesting first step, so more of them clicked.
- The decision to buy a ticket probably rests on the speakers and the price, which did not change. Local framing moved curiosity, not intent.
- Visitors who planned to attend may have chosen a site either way, so the extra step added clicks without adding buyers.

## Caveats

Clickthrough rose, but registrations did not, so the main business result is flat. The source shares no sample size, test length or confidence level.

## How to run this test

- Hypothesis: If we lead with the local venue and ask visitors to pick their location first, then more of them will register because the event will feel close and relevant.
- Primary metric: Registration conversion rate
- Guardrail: Clickthrough to location pages
- Guardrail: Drop-off at the location picker
- Guardrail: Revenue per visitor
- Who should test it: Multi-location events and services where local details differ a lot between sites. If the main reason people buy is the same everywhere, expect more clicks rather than more sign-ups.

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Credit: The Global Leadership Summit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/global-leadership-summit-localized-landing-page/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.